MOBILE PAYMENT ADOPTION AND ONLINE-TO-OFFLINE PURCHASE CONVERSION: THE ROLES OF INFLUENCER MARKETING AND TRUST IN INDIA — A SECONDARY DATA SYNTHESIS
Keywords:
Mobile payments, adoption, Online-to-Offline (O2O), influencer marketing, trust, India, digital payments ecosystem, consumer behavior, secondary data analysis.,,Abstract
This paper synthesizes secondary data to examine how mobile payment adoption influences
Online-to-Offline (O2O) purchase conversion in India, with particular attention to the moderating
roles of influencer marketing and consumer trust. Relying on published reports, industry analyses,
and peer-reviewed articles up to 2024, we map the ecosystem of digital payments, consumer trust
determinants, and the use of influencer marketing in India’s rapid O2O integration. Key findings
indicate that (1) mobile payment penetration and merchant acceptance have risen significantly due
to government push, fintech innovations, and payment interoperability; (2) influencer marketing
shapes trust and perceived usefulness but effectiveness hinges on alignment with brand values,
credibility, and disclosure; (3) trust—encompassing competency, integrity, and privacy
assurance—mediates the conversion from online engagement to offline purchase; and (4)
organizational strategies that integrate trusted influencers with secure and seamless payment
experiences can enhance O2O conversion rates. The paper concludes with implications for
researchers and practitioners and identifies gaps for primary data collection.
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